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Drapers Awards 2016: Young Fashion Brand of the Year

Native youth drapers awards 1

Native youth drapers awards 1

WINNER: NATIVE YOUTH

The judges found “young and up-and-coming” Native Youth, nominated by its peers, to be “new, relevant, fun and compelling, with a good dose of storytelling”. Launched as a menswear brand in 2012, Native Youth’s ethos was to bridge the gap between high street and affordable luxury. The menswear is now sold in 32 countries worldwide.

When the brand realised 54% of its Instagram followers were women, it added a womenswear line last year. Just a month old in September 2015, the new website saw Native Youth’s sales soar by 270%, and the number of subscribers to a mailing list treble. Womenswear now accounts for 40% of online sales, and the list of stockists has grown to more than 200.

International brand stockists include Zalando, Asos and Hudson’s Bay, and product has been worn by celebrities such as Kendall Jenner, Zayn Malik and Gigi Hadid. Prompted by its growing social presence, Native Youth introduced a #inmyNY campaign, which is used by Native Youth customers and stores worldwide.

FINALISTS

Bellfield

Bellfield

Bellfield

This year, Bellfield launched a “never out of stock” service, allowing customers to buy in season. Also new was its business-to-business platform, which lets wholesale customers add to baskets, as on consumer-facing sites.

 

 

 

 

Closet london beyond biba banner drapers

Closet london beyond biba banner drapers

Closet London

Contemporary womenswear brand Closet London is stocked in high street and online multiples such as Asos, Zalando, John Lewis and Lipsy. Wholesale accounts in the US and a German website were added this year.

 

Glamorous aw16 002 alt

Glamorous aw16 002 alt

Glamorous

This brand has a wholesale presence with 4,000 doors in 30 countries and an expanding retail business. It has a single store in the UK, a 1,900 sq ft unit in the Intu Trafford Centre in Manchester. Its US sales have jumped 200% in the past 12 months.

 

 

 

Jack and jones jjorg 04c drop9

Jack and jones jjorg 04c drop9

Jack & Jones

Menswear brand and retailer Jack & Jones has about 120 independent stockists, 20 multiples and 15 key accounts in the UK. It has 32 UK shops, including concept stores in Manchester, London, Sheffield and Cardiff.

 

 

 

Lipsy jd04238 091 a

Lipsy jd04238 091 a

Lipsy

In May, Lipsy expanded to a new 15,000 sq ft office on London’s Tottenham Court Road to accommodate a team of 150 head office staff and a 26-person brand team, which is responsible for developing the 100-plus third-party brands.

 

 

 

 

 

 

 

 

 

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